价值共创视角下自媒体平台内容创作者扶持政策研究

Research on Supporting Policies for Content Creators of We Media Platforms from the Perspective of Value Co Creation

基于价值共创理论分析自媒体平台面向内容创作者的扶持政策及其市场效果和社会影响,探究自媒体平台在内容创作和价值共创中的中介作用。通过研究2015年以来50多项总金额数百亿元的扶持计划,发现内容创作随平台价值共创理念的演进而变化。扶持政策在推动内容产业繁荣的同时,也加速内容类型化、同质化,平台话语权增强并弱化把控力,内容创作者受权力规训因而创意受抑制。扶持政策还可能会助推内卷、加剧“马太效应”、侵蚀互联网公共传播价值。为此,平台和内容生产者须采取多种措施提升价值共创的水平、能力和社会影响。

As a typical new business model of the Internet economy,We Media Platforms have obvious advantages in promoting content creation and value creation.Based on the Theory of Value Co-Creation,this paper analyzes the market effects of the supportive policies of We Media Platforms for content creators,and explores the mediating role of We Media Platform in content creation and value Co-creation.Through the investigation of more than 50 support plans with a total value of tens of billions since 2015,found that the concept of value co-creation of content creation on the platform have evolved and changed.While promoting the prosperity of the content industry,the supportive policies also bring the following negative effects.